Research On Precision Marketing Strategy For M Enterprises In E-commerce Environment

With the rapid development of cosmetic industry, M enterprise experienced huge impact from their peers, and M enterprise is gradually lose its competitive advantage in the cosmetics industry. There is an obvious decline in market share and market sales for M enterprise. In the face of fierce market competition environment, we need to find new target market, develop new marketing strategies. How to develop the right marketing strategy is particularly important for M company in the electronic commerce environment. This paper analyzed the external environment, competitive environment, consumption environment, as well as internal environment, and investigated a new target market based on the influence of such factors designed the systematic precision marketing strategy; and developed a plan of action and as well as the evaluation index and method. We hope this paper could help M company greatly improve its sales and market share.This paper firstly introduces the research background, research purpose and research significance, then through the analysis of precision marketing research literature and precision marketing related theory, it then accurately and clearly defines the cosmetics industry marketing strategy. Furthermore, based on the analyze of the macro environment as well as the SWOT analysis of M enterprise, we design a plan to investigate the precision marketing situation for M, considering its actual situation. Using with qualitative and quantitative research methods, the paper analyses M enterprise market situation, and the existence of the problem. Finally borrowing 4P theory, this paper gives related suggestions. In addition, this paper provide the correct strategic guidance to other companies in cosmetic industry.